Marketing Interactions
NOVEMBER 15, 2021
B2B Intent data is the latest tool in the marketing stack on the hype cycle. There are protractors and detractors, but when you get right down to it, intent data is just another great tool in your marketing toolbox. The problem is that intent is often confused with interest. Intent is a focus on purposeful action.
Marketing Interactions
AUGUST 15, 2021
Shouldn’t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)? So, let’s look at a few reasons why sales reps shun marketing leads and what (most of) you can do about it. Most Marketing Qualified Leads Are Viewed as Imposters by Sales.
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Marketing Interactions
NOVEMBER 29, 2021
Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. Unless it’s a demo form—and sometimes not even then—filling out a form does not make someone a lead who is sales ready. Options for Helping Buyers Show Intent to Buy.
Marketing Interactions
FEBRUARY 20, 2022
Intent Data Can Be Misleading. Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. And, if you happened to visit their website during your information gathering, you’re showing even higher intent. But you’ve moved on for the moment.
Marketing Interactions
AUGUST 8, 2021
Deciding to Solve a Problem Is Not an Indication of Buyer Intent. I’ve been struggling with this one ever since I started working with intent data platforms. It’s akin to filling out a form to get a paper making them a lead, instead of just a contact interested in the topic. So back to the intent data platforms.
Marketing Interactions
OCTOBER 15, 2021
Given the above, combined with intent data, analytics, lead/account scoring and feedback loops from sales and customer success, they’re best suited to make strategic adjustments to messaging and content to engage customers and in-market and potential in-market buyers with a continuous storyline. The value they recognize and receive.
Marketing Interactions
MARCH 22, 2022
The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. There’s also been a lot of talk and research showing that B2B marketers intend to make lead quality a higher priority than lead quantity. Case in point > BANT. The Case to Banish BANT.
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